• Own the creative strategy for paid acquisition across Meta, YouTube, TikTok, and other channels • Develop creative concepts, hooks, angles, and messaging frameworks rooted in customer psychology and data • Translate performance insights (CPA, CTR, hook rate, thumb-stop, hold rate) into actionable creative direction • Build and maintain a creative testing roadmap (what to test, why, and how to scale winners) • Collaborate closely with: Media buyers (to align creative with account strategy) • Video editors & designers (to guide execution, not just request assets) • Growth & analytics teams (to interpret results and inform next iterations) • Analyze creative performance at the hook, body, and close level and iterate accordingly • Audit competitors and winning ads across platforms to identify patterns and opportunities • Help evolve internal creative systems, naming conventions, briefs, and testing processes • Support scaling winning creatives across brands within the Pearl West portfolio